非遗旅游纪念品卡通形象的审美向度设计——以粤西壮族遗风禾楼舞为例

Aesthetic Dimension Design for Cartoon Image of Intangible Cultural Heritage Tourist Souvenirs: Taking the Helou Dance in the West of Guangxi Zhuang Autonomous Region as an Example

作为国家级非物质文化遗产的禾楼舞,是粤西地区文化产业旅游的重点保护对象。结合卡通形象的原真化、系列化、可爱化、亲和化、内涵化和精神化等审美取向,对具有禾楼舞文化元素的旅游纪念品进行设计,能有效提升消费者对纪念品的依赖度、识别度、记忆度和关注度。具有卡通元素的旅游纪念品可以丰富大众对云浮地区非遗文化旅游纪念品的时代性需求。对禾楼舞者卡通形象进行系列设计,以期为粤西地区文化产业的发展提供可行性方案。

The article takes the artistic characteristics and historical values of the Helou Dance culture as the research basis,and investigates and analyzes the sales data of the Yunfu tourism souvenir market and online souvenirs： the tourism souvenirs with the Helou Dance culture elements combine the aesthetic orientations of the cartoon characters such as authenticity,decency,benevolence,affinity,intension,and spirituality to design,which can effectively enhance consumers＇ dependence on their souvenirs,increase their recognition,deepen their memory,and maintain their attention. At the same time,tourist souvenirs with cartoon elements can enrich the public＇s contemporary needs of souvenirs in Yunfu,and provide a feasible plan for the development of the cultural industry in western Guangdong.